| Brand | BRASSERIE ALMAZA |
| Product/Service | HEINEKEN |
| Entrant | JWT Beirut, LEBANON |
| Category | Merchandising/In-store Marketing & Point of Purchase Displays |
| Entrant Company: | JWT Beirut, LEBANON |
| Sales Promotion/Advertising Agency: | JWT Beirut, LEBANON |
The Brief
During the summer season, women tend to lean towards Rosé wine rather than a cold beer. Heineken wanted to re-inspire women to drink a cold Heineken on the beach.
Describe how the promotion developed from concept to implementation
A special poster was designed specifically for posh beach resorts.
Describe the success of the promotion with both client and consumer including some quantifiable results
Heineken remains the #1 imported beer in Lebanon and enjoys more than 90% market share in the premium segment.
Explain why the method of promotion was most relevant to the product or service
The special poster reminded women of the refreshing feeling of a cold Heineken.
Credits